Malinda, Carissa Ruth (2024) Pengaruh Flash Sale, Electronic Word Of Mouth, dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada Tokopedia (Studi pada Pengguna Tokopedia di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20042010126.-cover.pdf Download (1MB) |
|
Text (Bab 1)
20042010126.-bab1.pdf Download (239kB) |
|
Text (Bab 2)
20042010126.-bab2.pdf Restricted to Repository staff only until 29 April 2026. Download (239kB) |
|
Text (Bab 3)
20042010126.-bab3.pdf Restricted to Repository staff only until 29 April 2026. Download (276kB) |
|
Text (Bab 4)
20042010126.-bab4.pdf Restricted to Repository staff only until 29 April 2026. Download (560kB) |
|
Text (Bab 5)
20042010126.-bab5.pdf Download (43kB) |
|
Text (Daftar Pustaka)
20042010126.-daftarpustaka.pdf Download (206kB) |
|
Text (Lampiran)
20042010126.-lampiran.pdf Restricted to Repository staff only until 29 April 2026. Download (623kB) |
Abstract
This research was conducted with the aim of analyzing and knowing the effect of flash sales, electronic word of mouth, and hedonic shopping motivation on impulse buying on Tokopedia users in Surabaya. This study uses associative quantitative research. The measurement scale used in this study is a Likert scale (method of summated ratings). The sample in this study used the Cochran formula with the results totaling 96.04. To get more representative results in this study, the authors drew 100 respondents using non-probability sampling techniques. In addition, a purposive sampling approach was applied in the sampling strategy in this study. The questionnaire data that has been obtained will be measured conducting validity tests, reliability tests, classical assumption tests, multiple linear regression tests, and hypothesis testing. The results of this study state that simultaneously flash sales, electronic word of mouth, and hedonic shopping motivation have a positive and significant effect on impulse buying. Furthermore, partially the flash sale variable has a positive and significant effect on the impulse buying variable, partially the electronic word of mouth variable has a positive and significant effect on impulse buying, and partially hedonic shopping motivation has a positive and significant effect on impulse buying on Tokopedia users in Surabaya. Keywords: Flash Sale, Electronic Word of Mouth, Hedonic Shopping Motivation, Impulse Buying, Tokopedia
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Carissa Ruth Malinda | ||||||||
| Date Deposited: | 29 Apr 2024 03:16 | ||||||||
| Last Modified: | 29 Apr 2024 03:16 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/22545 |
Actions (login required)
 |
View Item |